Music is often seen as a minor detail, but the right sound is crucial to crafting a memorable experience. Moe's Casa Mexicana — the international offshoot of Moe's Southwest Grill launched last year — is trying to recreate the Mexican dining experience in countries where brand awareness is lower than in the U.S. According to Brittany Metcalfe, director of international brand marketing at GoToFoods, Moe's parent company, music is at the core of this strategy.

Metcalfe told CX Dive that Moe's name stands for "musicians, outlaws and entertainers." "So no matter where we are in the world, whether it's at Southwest Grill or Casa Mexicana, music is not only one of the most important elements of the brand, but it's also how we bring the brand to life in our locations."

The sound design at Moe's Casa Mexicana is intended to create a memorable social experience without being distracting. In countries far from Mexico, music is essential to creating the atmosphere of a Mexican restaurant — but it must also reflect the interests of local customers.

Metcalfe said sound design is one of the integral parts of the restaurant experience. The right playlist can make a restaurant feel fun and energetic, enhancing the customer experience. "We want it to be upbeat," Metcalfe said. "We want customers to walk in and find themselves tapping their feet to the music. We want them to feel that joy and comfort, to walk in with energy and leave with it too."

Great sound design doesn't stand out

Metcalfe believes that, like many other elements of the customer experience, good sound design is about reducing friction. It should make customers feel comfortable while supporting the overall atmosphere of the store or restaurant.

"In an excellent customer experience, sound is almost never noticed, because it fits so well with everything you're experiencing — whether shopping or dining at Moe's — that you don't even notice it's there," Metcalfe said.

Shep Hyken, a customer service and experience expert, noted that the right music for an experience depends on the brand. Background music should reflect the brand's character — for example, an upscale restaurant shouldn't play Nirvana songs. "Music is a detail, and it's a very important detail," Hyken told CX Dive.

At Moe's Casa Mexicana, the goal is to make customers feel as comfortable as they would at home. Metcalfe said: "We want to evoke that feeling of being surrounded by friends and family, enjoying a social moment."

Hyken believes that, when done right, music has the potential to make a great experience linger long after customers leave. He compared a restaurant with the right background music to a good song on the radio. "It stays in your head," Hyken said. "It creates an experience you enjoy enough to think about later. Imagine walking into a restaurant and hearing music you like — that draws you back for another visit."

Customers define the sound

The music selection at Moe's Casa Mexicana aims to recreate the atmosphere of Mexican restaurants in the U.S. while appealing to the interests of foreign audiences. Striking that balance requires listening to customers.

According to Metcalfe, Moe's uses music influenced by Latin and Mexican culture to create a Southwestern U.S. vibe internationally. Each playlist also includes local hits and updates automatically over time to stay relevant.

Moe's aims for "vibrant energy," so there aren't many slow songs on the list, Metcalfe said. However, the details of presentation are still designed around local expectations, such as whether customers expect restaurant music to be loud or soft.

"Our team stays closely aligned with franchisees on cultural norms before entering any market," Metcalfe said. "We have months of conversations about this, and we're always learning. We have on-the-ground field support team members who help us understand what's culturally normal and how we should blend in to create that atmosphere."

Metcalfe said this process doesn't end after a restaurant opens. Feedback surveys include questions about the atmosphere and other elements of the dining experience to ensure all elements work together for the best customer experience.

"We want customers to feel all the elements working together, because we really want to engage as many of the five senses as possible — whether it's the store design, the flavors they taste, the music they hear, or the conversations they can have because of the restaurant's layout," Metcalfe said.